Mars Achieves Faster, Cost-effective Market Research with Voxpopme

Voxpopme in Mars’ Research Arsenal: A Leap Towards Rapid Market Insights

Before Voxpopme, Mars’ qualitative research methods were largely traditional, often involving lengthy and costly face-to-face focus groups and in-depth interviews. Mars also likely depended on external agencies for conducting research, which added cost, complexity, and time. Writing survey questions, finding the right consumers, and waiting about a week to hear back from them made the process lengthy and inefficient.

This slow pace was a major problem, especially when Mars needed to make quick decisions, like capturing quick consumer sentiment or confirming if an investment was on the right track. The traditional methods took too long to provide the necessary insights, which was a big drawback in times when fast action was needed. Although working with agencies had its benefits, it often felt limiting, particularly for agile projects that required quick and straightforward insights.

Adding Voxpopme to Mars’ research toolbox provided new methods for fast, simple, and agile learning. This included generating question templates (SurvAI), a potent AI analysis tool (AI Insights), as well as swift online video surveys and interviews that expedited the research process 60-fold, delivering key themes and video snippets at 3% of the effort.

This acceleration has not only added agility to Mars’ insights team, but also enhanced the quality of internal presentations. Lumeng Jin, Agile Innovation Insights Manager at Mars, says she can now rapidly create comprehensive outputs, combining text summaries with evocative video evidence, thus providing her team with a more compelling narrative of consumer feedback.

This partnership between Mars and Voxpopme has been a journey of innovation and growth. Mars stands out as an exemplary customer due to their willingness to embrace new technologies and their commitment to deeply understanding consumer insights. Their proactive approach in utilizing the Voxpopme Qualitative Insights Platform transformed their consumer research — providing an agile approach that leverages real-time feedback and powerful AI-driven analysis.

Voxpopme’s optimism for its partnership with Mars is boundless. We see Mars not just as a partner, but as a collaborator in pushing the boundaries of qualitative market research. Their journey with Voxpopme shows what can be achieved when innovative technology meets visionary thinking when connecting with consumers.